3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfort
imports beans, these play a role as test of passage. These are protector to farmers to guard farmers’ equity. C.A.F.E. is good action in Starbucks’ SCM. It seems like causing raw material cost more. But starbucks may gain customer’s trust, can motivate suppliers, farmers, to produce higher quality beans and in conclusion this make increase sales.
Starbucks Coffee Company initiated C.A.F.
coffee. But it does a role to make people stable and get effect that gives respect of personal taste. Also its homepage provides coffee-customizing service. Before people go to starbucks, they can choose their coffee.
*price
Starbucks never cut down their coffee price. They have premium price policy. Price is not important to starbucks, because they consider coffee quality a matter of the hig
coffee. Coffee consumption per person is continually growing (*256(06) → 248(07) → 291(08) → 283(09) → 312(10)*). Now, a craze of brewed coffee focused on coffee shop raises demand for import of all coffee and high-quality coffee of various countries. Also, with more importance of coffee beans quality, high-price coffee made in a country like Colombia is imported more than a country like
Coffee (한국능률협회)
1999. 9 Awarded for Best Satisfying Brand (소비문화대전)
2001. 3 Korea Power Brand No.1
2003. 7 Awarded for Best Brand by Women customers
2007.12 Arabica 100 received Marketing award
INSTANT COFEE
F/D Type instant coffee which upgraded the taste and aroma
READY TO DRINK
100% Arabica Beans extracted in espresso
ROASTED & GROUND
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